In South Africa, approximately half of the population is under the age of 25. Due to the size and buying potential of the youth market, the segment is of great significance to brands planning to stimulate new demand and reach and engage with a highly diversified collective of young sub-cultures. Miguel Correia of The Zinto Marketing Group comments, “Research conducted by our team of field marketers indicates that South Africa’s youth want authentic, meaningful experiences and interact with real people in their homes and communities. For this reason, youth marketing has become more about engagement and dialogue and less about pushing product information and talking at them. We realised this trend and adapted our approach and marketing efforts to keep pace with youth culture through active and dynamic engagement and carefully constructed, interactive promotional drives.” Brand activation can be used to create new approaches and unexpected, chance encounters between brands and young consumers. An experiential showcase gives youngsters the opportunity to interact with (and be part of) the consumer journey. Correira highlights trends for marketers to consider when targeting the youth market in South Africa: Participatory culture The evolution of consumer to creators and disseminators of information means the youth view themselves as extensions of important and popular brands and that they have played a role in creating connections and forming perceptions of well-known brands. The interaction is personal, and rather than imposing product information on them, they expect brands to facilitate authentic connections and real experiences. Truth seekers Real relationships are important to the youth and brands’ consumer promises must be perceived as open, honest and transparent. With an abundance of brands, communication and touchpoints competing for their attention, the youth is growing increasingly sceptical of advertising and media messages and marketers’ . . .
The term stokvel originated from local stock fairs in the Eastern Cape in which five to 50 members of colleagues, family and friends pooled resources to trade livestock with English settlers. Today, the stokvel acts as a saving society where money is collectively shared in agreed amounts among members belonging to the same shopping basket. A weekly, bi-weekly or monthly contribution makes up a joint investment ‘kitty’ where savings are generated for the benefit of the group. The money is used to pay for everything from burials and celebrations to school fees and groceries. This method has a very effective way of ensuring that low-income consumers are getting bang for their buck and that their hard-earned cash is buying them quality and quantity at the best possible price. Understanding stokvels A stokvel can be started by anyone from the community but members are usually carefully selected by invitation and based on honesty, openness and trust. The underlying thread is conviction that all selected members will reinvest their monies once they have received their pay out. The accumulated money/savings are drawn by members in rotation or in time of need. Stokvels can also act as an informal 'banking industry' where members deposit money into a savings brokerage while still being able to take out loans at an affordable interest rate. Reaching the stokvel market The stokvel market represents a place in which all purchases are made under great scrutiny by opinion leaders who have the buying power and influence to sway the purchasing choices of a larger group of consumers. To get opinion leaders to buy in, marketers need to use (create if necessary) communication channels that respect and incorporate traditional South African thinking and values, reaching consumers on a more personal level. A method that has proven to be very effective to this segment of the market is experiential marketing and/or brand activation; the consumer’s real experience of . . .
The main market, both in urban and rural communities, is predominantly influenced by communal perspectives entrenched in meaningful conversations, powerful storytelling, personal experiences and word-of-mouth interactions. These perceptions build interchangeable relationships that can shape positive brand sentiments, and influence consumers’ product choices, purchasing decisions and consumption patterns at the base of the pyramid (BoP). Word-of-mouth As a large percentage of this market segment has limited access to social media and digital communication platforms, they rely heavily on product referrals from trusted community leaders. Family members and close friends are highly influential when selecting which brands to purchase and they can be convinced at any point in the marketing funnel to switch their buying patterns. Through face-to-face interactions, marketers can reach this audience on a more personal level and create word-of-mouth referrals. This positions brands at the forefront by gaining a large share of voice and is invaluable because low-income consumers tend to prefer products they perceive as industry leaders. Stokvels The stokvel acts as a saving society in which money is collectively pooled in agreed amounts among members belonging to the same investment basket. It represents a market place in which all purchases are made under great scrutiny by opinion leaders who have the buying power and influence to sway the purchasing choices of a larger group of consumers. Premium brands are purchased in bulk from wholesalers and significant savings are made as customers receive more goods for their cash than purchasing directly from retailers in their individual capacity. This method has a very effective way of ensuring that BoPs are getting bang for their buck and that their hard-earned cash is buying them quality and quantity at the best possible price. Price sensitivity Lower-income earners are extremely price sensitive due to their . . .
Unemployment and lack of business skills are proving to be major drawbacks in advancing the economic well-being of the country noting that unemployment is at the highest in 13 years. To tackle these problems, a number of businesses in the private sector and NGOs joined together to stage a business readiness springboard and employment doorway, The Business Warm-Up, to confront head-on the economic challenges facing South Africa’s youth. Supported by Infinity Learning, Harambee, The Business Place, National Small Business Chamber (NSBC) and the Zinto Marketing Group (Zinto), The Business Warm-Up took place at the Soweto Theatre in Jabulani on Thursday, 26 January 2017. The City of Johannesburg’s Department of Economic Development endorsed the event and participated through its partnership with The Business Place which operates seven BizHubs in the city to support small businesses. South Africa has one of the highest unemployment rates in the world. It is with these statistics that the partners in The Business Warm-Up have come together. With 40% of Johannesburg’s population, Soweto must play its part in creating new jobs. This will only happen if we create a business-friendly environment, reduce red tape, open up new markets, and provide resources and financial support for start-ups and fast growing businesses. The initiative was aimed at existing business owners, entrepreneurs and future start-ups, and job seekers wanting to enter the workplace, with the intention of stimulating local business, creating jobs as well as assisting job seekers to find employment. A delegate and aspirant entrepreneur, Cortneigh Halim from Bassonia in the south of Johannesburg commented: “The Business Warm-Up was very informative. I learnt the key concepts of becoming a business owner; these included the different methods of acquiring assistance and advice, as well as the application process for obtaining funding for start-up capital. The information provided fulfilled . . .
A crowd of hip-hop dancers and performers gathered at Leeuwkop Prison Juvenile Rehabilitation Centre to show their support to young prison inmates. In line with World Aids Day, The Zinto Marketing Group (Zinto) gave an educational talk on practicing safe sex as well as the importance of HIV testing and antiretroviral treatment. The outreach programme also seeks to empower the youth as part of a rehabilitation programme aimed at supporting young prisoners while they are serving their sentences. As the initiative is driven by inmates, success relies solely on the contributions and sponsorships received from external parties. Zinto donated the sound, stage and production for a showcase of talented singers and energetic dancers. The performances by Self Made Dancers, Floor Rise, Keegan and Twyz encouraged unity among the prisoners. The juvenile prisoner’s choir also delivered a breath-taking rendition of ‘Nomvula’, originally written and performed by singing sensation Nathi Manka. The campaign forms part of Zinto’s corporate social investment where they are actively involved in the upliftment of young imprisoned youth by integrating them for a day with ordinary young citizens who make a living through the performing arts and address the issue of social reintegration. Michelle Combrinck founder of Zinto says, “Zinto is hugely involved in social reintegration through hip-hop dance and performance which encourages young people not to get involved in crime, drug or alcohol abuse but to focus their energy on dance and any other art form as a means of achieving a natural ‘high’”. Zinto focuses on youth development by employing many young and upcoming artists, actors, dancers and performers by developing their expertise and experience so that they have the necessary skills and tools to grow themselves into established brands. Through music, dance, the spoken word and industrial theatre many of Zinto’s road shows communicate a message of healthy living and . . .
Johannesburg, November 2016: Steyn City in association with Auto & General celebrated the fifth anniversary of its community care initiative, Delivering Happiness to Diepsloot, on 16 November, with an event that spread joy to more children than ever before. Steyn City CEO Giuseppe Plumari explains that the project was initially conceptualised as a vehicle for providing support to the children living in the lifestyle resort’s neighbouring township. “This was important to us,” he states, “because we believe that Steyn City needs to have an improving effect on those around us.” This is why the development has also launched initiatives like the Steyn City skills centre, artists programme, and participates in Mandela Day activities. While these are all worthy causes, Delivering Happiness to Diepsloot has a special place in the hearts of Plumari and his team not only because it is the lifestyle resort’s signature initiative, but also because it has the potential to create real, sustainable change by increasing access to education through the annual donation of related items, such as schoolbags and stationery. “So many children have a hunger to learn, to improve themselves through education. However, in many cases, the lack of basic gear is a real impediment to learning.” This year, the children were gifted schoolbags filled with stationery, sweets and toys. These are no ordinary schoolbag, however; each features a sewn-in poncho which is waterproof as well as light reflective. “Consider the difference this will make to the many children who have to walk to school, no matter the weather,” Plumari comments. A number of other items were included in the packs distributed amongst the children, thanks to the generous sponsors of the campaign. Auto & General provided sponsorship of R600 000, which was spent on the bags. Without this, the intervention would not have been possible,” Plumari says. A further 1 710 bags were pledged by individuals who took part . . .
Join GardenShop FloraFarm and the East Rand Orchid Society on Saturday, 3 September to Sunday, 4 September 2016 from 9am to 3pm, where a spectacular array of rare and exquisite orchids will be on display. A celebration of the exotic flowering plants, the event will showcase stunning displays of up to 150 blooming orchids of 50 different varieties, offering visitors the opportunity to immerse themselves among the exquisite flowers, while learning about basic care through interpretive panels ‘planted’ among the flower demonstrations. Each day, the East Rand Orchid Society will host a discussion on ‘Basic Orchid Care’ from 11am to 12pm and thereafter from 2pm to 3pm. The Saturday leg of the event will welcome special guest and renowned KykNet presenter, David Viljoen to the podium at 9am for an hour-long discussion on ‘The Splendour of Indoor Plants’. He has worked in the industry for over 15 years and is the owner of Mercury Designs, a landscape design and implementation company based at FloraFarm. Make the most of the experience by stocking up on orchid-related merchandise at the most competitive prices during GardenShop’s operating hours: 8am to 5pm. To make an enquiry, contact Narisha Baignath at FloraFarm on 011 894 2377/8. Entry is free of charge. For more information about GardenShop visit: http://www.gardenshop.co.za/ Alternatively, connect with them on Facebook (https://www.facebook.com/GardenShopSA) or on Twitter (@GardenShopSA) CLICK HERE to submit your press release to MyPR.co.za. . . .
The Faculty of Economic and Management Sciences at the University of Pretoria (‘Tuks’) recently invited the Zinto Marketing Group (Zinto) as guest speaker to address young marketing enthusiasts studying Honours in BCom Marketing Management. Part of the curriculum requires learners to organise an event and create awareness to raise funds for a non-profit organisation. As experts in the field of brand activation, entertainment and events, Zinto was requested to provide the students with the necessary background information needed to run a successful campaign. The module included a general overview and introduction to events management as well as highlighting the challenges and providing possible solutions to overcome obstacles in the event space and improve marketing efforts. Dr Liezl-Marié Kruger, Senior Lecturer: Department of Marketing Management commented, “Zinto’s experience in events management greatly benefited the students in their endeavours to organise and complete their non-profit event(s).” Zinto selected account executive and project manager, Jolanda Payne (26), to attend the course-related event organised by the university. She has worked at the brand agency for the last eight years and is passionate about event management and seeing her ideas come to fruition. Jolanda relished the interaction with the students, “You feel that you are doing something good to unlock the potential in people. It is about drawing on experience and I would really encourage people to take up the opportunity because it is good to give back and share the knowledge that we have acquired.” Earlier this year, Zinto launched Zenzele Educational Doorway, a brand ambassador training academy and incubation centre for future client service professionals. The three-month pilot project aims to provide informal training programmes to produce proficient brand activators and storytellers using visual narrative in the marketing and events industry. For more information visit . . .
The World Health Organisation estimates that approximately 81 million people in Africa are affected by some form of disability. Fighting for disability rights is a huge task but some people are taking it upon themselves to make a positive change. In Honour of Mandela Day, held on 18 July 2016, the Zinto Marketing Group (Zinto) coordinated an event for the Sithandiwe Disabled Care Centre (SDCC) in Lombardy East, a community driven project, which mainly focuses on mentally and physically challenged individuals. Zinto highlighted the important role that South Africans have to play in ensuring the dignity of people with disabilities and encouraged the community to avoid exclusion and isolation of disabled persons within society. It aimed to create much-needed awareness of the positive contribution of the SDCC and showed gratitude to caretakers at the Centre for selflessly serving the lesser-abled community. The registered non-profit organisation uses arts initiatives to address and overcome the social issues that disabled people encounter in their lives and develop minds, revive the spirit of learning and sharing in the community, regardless of disability or challenge. Zinto’s team of performers convened at the Centre where a flash mob performed for the differently-abled individuals as well as the servicemen and women who work there, and served a lunch to show their appreciation and support. The live entertainment included brand mascot, ‘Ken the Dog’, a jumping castle for children from the community to play on and other exciting fun and games. CEO and founder of Zinto Michelle Combrinck said, “Differently-abled people are not looking for sympathy, what they want is a community that understands them. We recognise that people with physical and mental disabilities face many challenges beyond just economic inclusion and our hope is to build a groundswell of invaluable support and encourage communities to get involved to help care for those in need.” For . . .
South Africa has an extensive public transport system that carries hundreds of thousands of commuters from their residences in ‘eKasi’ (townships) to economic hubs in major cities. According to the latest statistics published by Arrive Alive, the taxi service industry occupies 65% of the public transport system. A R40-billion a year industry, there are 250 000 minibuses on South Africa’s roads carrying up to 15 million people per day. By comparison, taxi transportation is the most widespread among local commuters relative to the remainder of the sector which is 20% by bus and 15% by rail, which is indicative of the income earning potential of the main market due to high transport costs. After all, the masses spend a large portion of their remuneration on daily transport. Passengers travel some distance traversing main arterial routes over lengthy periods of time to reach their destinations and regularly they will transfer from one location to the next via several modes of transport. Because people are investing more time travelling and waiting at taxi ranks, bus stops and train stations, this opens up new communication channels, marketing opportunities and transaction windows for brands. A captive audience, these consumers in transition are constantly are looking for ways to reduce waiting times and eliminate boredom. Since the main market is driven by experiences and entertainment, these transfer points present an ideal opportunity for experiential marketing to take the stage and to capture the consumers’ direct attention for a longer duration of time than traditional forms of advertising. This trend offers real value for marketers wanting to reach mass markets and numerous touch points at high traffic intersections simultaneously. Since consumers are more open to being approached in these situations they will embrace a new experience that is engaging whilst waiting for their transport to arrive. Whether brands are providing product samples, . . .